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Volume 21 No. 1
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Allstate pads the score with road trip sweepstakes

Allstate’s seasonlong college football promotion will culminate in what the company is calling the “Ultimate Road Trip,” with a winner and three guests taking a Buick Enclave from the Allstate Sugar Bowl to the BCS championship game at the Rose Bowl in Pasadena, Calif.

Allstate, a Sugar Bowl sponsor since 2006, has often used a sweepstakes to give it a regular-season presence and a promotional run-up to the bowl season.

The sweepstakes took on new life last season when ESPN analyst Kirk Herbstreit was hired to endorse the brand, and he’s back this season in advertising that will stretch across TV, digital and social media platforms. The TV ad buys include ESPN, CBS and Fox, the company said, and a new college football-related “Mayhem” ad was being shot last week to run later this month and throughout the season.

The sweepstakes launched last week with the start of the regular season and will run through Nov. 30. The winner keeps the Enclave to go with the two bowl VIP experiences.

“We’re always looking for ways to tie in to the core of what we do,” said Pam Hollander, Allstate’s senior director of marketing and sponsorships. “Road trips are important to the fans.”

Fans can enter the sweepstakes on There also will be opportunities to enter through Allstate’s mobile marketing program called the Tailgate Tour, which will plant itself on 49 campuses this fall during game day, the most stops since the program began. The Tailgate Tour visited 41 campuses last year.

In addition to the promotion, Allstate has signed three new schools to display the “Good Hands” field goal nets — Clemson, Maryland and Texas. Those nets were to debut last weekend for the season openers.

Those three bring the total of Allstate partner schools to 78, the most since the program started in 2005.

Allstate did not disclose the cost of the promotion and activation for the season.